Tesco-owned movie and TV streaming service Blinkbox has handed Taylor Herring a retained brief as it increases its focus on social media.

The agency will work with Blinkbox to develop comms and content that cuts across PR, onsite editorial, social and CRM functions after splitting with Shine.

‘All of these areas are concerned with telling stories – either about Blinkbox, or about the world in which we exist as a service, and so should work hard to complement one another,' said Blinkbox group head of PR Ben Ayers.

'We will work with Taylor Herring and other partner agencies to develop newsworthy and creative comms for various channels that have value and that people want to share.

‘It’s about working much more closely across the in-house, editorial and social PR, with Taylor Herring creating talkable content that we can roll out elsewhere. The work will cover trade and consumer comms that resonates as much in social media as traditional media. That’s because the way that people frequently discover us as a brand is via social media, which is also where some of the best ideas resonate.

'Alongside a retained element covering press office work there will also be project work, backed by another budget that will be allocated as we seek to be topical and respond to what’s happening in the world.’

On Friday, Blinkbox set up The Gosline, a helpline for Ryan Gosling fans distraught at news that he is to take a break from acting.

CEO Michael Comish recently made headlines with an open letter to Netflix chief content officer Ted Sarandos following incorrect claims that the subscription service was to be the exclusive online home of movie The Hunger Games.

Taylor Herring will work closely with Blinkbox’s in-house editorial, social and PR staff, and partner agencies Karmarama (creative) and Arena (planning and buying).

The service will be joined later in the year by blinkboxmusic and blinkboxbooks, to be led by former Sainsbury’s and Facebook executives.

Taylor Herring had previously worked alongside Hope&Glory PR on a project brief for Blinkbox.